This was the NBA’s inaugural in season tournament. This was a brand new format and they weren’t sure if basketball fans would like it or not. But they wanted to introduce a period, a moment, a window in the year whereby something exciting was happening. So they created the in season tournament and we explored together all of the different tent pole activations throughout the year, all the different spikes and dips in fan attention and enthusiasm and conversation. And we decided that during the in season tournament, an interactive bracket would be the most likely way to get fans talking about this new part of the season. The in season tournament was so new that it didn’t make sense to a lot of fans. A lot of broadcasters, a lot of people who spoke about the NBA were not entirely sure what the in season tournament was. So introducing a bracket helped everybody understand. It helped people feel like they were aware of everything that was happening. It helped them feel involved. It helped to give them a passion towards something that was completely fabricated. The NBA season has existed for decades and decades. It did not need the in season tournament. The in season tournament was the creation of the NBA to try and attract more attention, more eyeballs and more commercial value. But that’s difficult when none of your fans understand what you’re showing them. So the bracket existed to show all these fans what the in season tournament really was and make them feel involved.